journey-file● publishing
Occasional notes on creative thinking and useful customer journeys.
You are on a bus, trying to find out whether a service covers the repair you need. The first screen says the company is passionate. The second says it is innovative. The third asks whether
I put my perfectly ordinary answer into a form. The form rejected it, forgot everything else and told me to try again. We need to talk about that second attempt.
My phone is already a small screen. Your website does not need to turn it into an obstacle course before telling me what the service actually includes.
A photograph can help me understand the visit, the room or the thing I am buying. Sometimes it just introduces another cheerful stranger while the useful detail stays hidden.
A service becomes easier to understand when you show the ordinary steps: the email, the visit, the wait and the thing the customer gets at the end.
Starting with the last screen made a rough service sketch much easier to argue about. A cheerful tick turned out to be hiding three different ideas of what had just happened.
One concrete example can do more work than a chorus of boxes announcing that everything is seamless, tailored and excellent.
